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Content Marketing to Move Market Share For Your Hospital

Hospital marketing has certainly seen big changes in the past few years. No longer is a campaign that includes traditional media, elevator signs, a few Facebook posts and web banners, complete – or the most effective. To connect with patients requires new and different tactics. One that should be considered is content marketing.

We often promote that we are “here when you need us”. And we are, but are we there for patients and prospective patients in the beginning? When they are searching online for a solution to their sleep problems or looking for an OB/GYN? To move market share requires building a relationship BEFORE a decision has been made about which physician or hospital to use. Content marketing is one way to do this.

Boost online visibility and position your hospital or physician as a leader who is trustworthy and knowledgeable with quality content.

What (to write about)?
Know the topics consumers in your service area are searching for online and create content that addresses these issues. Use Google keyword tools to learn exactly how many consumers within a 25 mile radius were looking for information about diabetes or depression in the past year. Then by creating blog content that discusses these topics you will make your hospital more visible and more relevant – early in the cycle of the consumer moving from prospect to patient.

Where (does the info come from)?
When a physician is the author, credibility is established for the physician and the healthcare facility. Service line managers and other clinical staff members are great resources for material. Guest bloggers can provide quality content as well. Share the responsibility. Look around and tap into the resources in your own building.

How (to get the info out)?
Take your efforts past just publishing the blog post. Break up the content into snippets of info and recycle on social media and your hospital’s website. Be sure to link back to the article for more information. One blog post can become content for many posts and tweets.

Content marketing is one way to move market share for your hospital. By increasing online visibility, you are able to form meaningful and relevant relationships with prospective patients BEFORE they make that call for an appointment or referral. Content is key to be the one they call.

ABOUT JIMMY WARRENEarly to bed, early to rise, work like crazy and advertise! Jimmy Warren is president of TotalCom Marketing Communications and has over 30 years experience helping all kinds of businesses build a strong brand. A large portion of that experience has been helping hospitals and healthcare organizations. He loves the ‘weird’, interesting and extremely talented people he gets to work with every day – that includes co-workers and clients. Outside of work he enjoys his grandkids, traveling and any kind of good ole fashion Alabama sports. Roll Tide!